Article
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WARC Best Practice, March 2019
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Article
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
News
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14 May 2019
At a time when brand purpose is becoming a differentiator, the ad experience itself can become part of that strategy – highlighting what a brand stands for, increasing engagement and raising money for causes.
Article
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Sam Peña-Taylor, WARC Exclusive, May 2019
Good-Loop is a different kind of advertising platform, built around the idea of converting media money into funding for charitable causes – good for the causes, but even more effective for brands.
News
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09 May 2019
Budweiser, the beer brand made by Anheuser-Busch InBev, has successfully built consumer engagement through “inspiring ordinary people to do extraordinary things” with its marketing.
News
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06 May 2019
National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.
Research Paper
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Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Research Paper
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Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
News
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30 April 2019
Ethics are becoming more and more important to businesses as consumers’ awareness grows - and for fast fashion, an industry based on high volumes and low prices, this shift brings a moment of reckoning.
Article
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Stephen Whiteside, WARC Exclusive, April 2019
Budweiser, the beer brand owned by Anheuser-Busch InBev, has seen extremely positive results from injecting its advertising with a more human face.
News
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24 April 2019
The Lok Sabha elections are proving a good time for advertising and marketing in India, as political parties invest in every available channel in search of voter support and as media owners and brands latch onto the democratic process for a range ...
Opinion
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Alex Gordon, April 2019
Brands face obstacles to pursuing a purpose, but the opportunity is immense. Alex Gordon of Sign Salad explores how a crisis of trust is feeding the trend and how some brands have uncovered a competitive advantage and how others have failed.
Article
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Anna Hamill, WARC Exclusive, April 2019
In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.
Opinion
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Anna Hamill, April 2019
Unilever’s outgoing Chief Marketing & Communications Officer tells WARC's Anna Hamill the Unilever campaign he is most proud of, how failing can be helpful, and the lessons from a product launch which wasn’t a success.
News
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18 April 2019
Iceland made headlines last Christmas for its strident ad against the use of palm oil, which the supermarket chain said it would excise from is own-brand products.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2019
UK supermarket Iceland and campaign group Greenpeace’s created the extremely popular Rang-tan film, which caused a stir in 2018 for its anti-palm oil message.
News
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08 April 2019
An informal organisational culture has been a source of competitive advantage for Marico, the Indian consumer goods giant, which has built its success on adding value for every stakeholder.
News
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05 April 2019
Cause marketing can be a powerful way for brands to get involved in sustainability-related issues but the tone of their communications is critical to success, according to an academic study.
News
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04 April 2019
Understanding how to instil a sense of “brand belonging” through a clear and relevant purpose is quickly becoming a prerequisite for competitiveness, according to senior executives at Accenture.
Article
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Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019
Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.
Article
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Livio Martucci, WARC Exclusive, April 2019
Offers brand managers and marketers advice on how to tackle plastic packaging in the FMCG industry and how big data and an authentic approach towards corporate social responsibility can help drive brand loyalty.
News
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02 April 2019
Four fifths of consumers globally believe companies should help improve the environment, according to a recent survey by Nielsen, and brands are starting to respond with increasingly bold messages and commitments.
Opinion
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Rebecca Hemmings, April 2019
Getting involved in cause-based marketing is nowadays a priority for businesses, as brands that ‘do good’ through corporate social responsibility are continuing to increase in popularity.
Article
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Crawford Hollingworth and Sarah Murray, Admap, April 2019
Looks into how behavioural economics can be used to create effective communications for a sustainable future.
News
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01 April 2019
Using purpose to power behavioural change, involving customers to drive brand engagement and weaving creativity into the customer experience, are the three main themes that power the world’s most creative campaigns, according to a new WARC ...
